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Games and Gamification in Market Research

Games and Gamification in Market Research

Increasing Consumer Engagement in Research for Business Success

Betty Adamou

£29.99

Create intrinsic engagement in the research sphere through gamification; exploit existing and emerging technologies, and glean better-quality, untapped data that cannot be obtained through traditional surveying methods.

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About the book

Games are the most engaging medium of all time: they harness storytelling and heuristics, drive emotion and push the evolution of technology in a way that no other platform has or can. It's no surprise, then, that games and gamification are revolutionizing the market research industry, offering opportunities to reinvigorate the notoriously sluggish engagement levels seen in traditional surveying methods. This not only improves data quality, but offers untapped insights unattainable through traditional methods. Games and Gamification in Market Research shows readers how to design ResearchGames and Gamified Surveys that will intrinsically engage participants and how best to use these methodologies to become, and stay, commercially competitive.

In a world where brands and organizations are increasingly interested in the feelings and contexts that drive consumer choices, Games and Gamification in Market Research gives readers the skills to use the components in games to encourage play and observe consumer behaviours via simulations for predictive modelling. Written by Betty Adamou, the UK's leading research game designer and named as one of seven women shaping the future of market research, it explains the ways in which these methodologies will evolve with technologies such as virtual reality and artificial intelligence, and how it will shape research careers. Alongside a companion website, this book provides a fully immersive and fascinating overview of game-based research.


Table Of Contents

  • Section - ONE: World of understanding – overview;
    • Chapter - 01: The impact of low participant engagement in market research;
    • Chapter - 02: The surprising similarities between digital games and online surveys;
    • Chapter - 03: Debunking common misconceptions in market research about games and gamification;
    • Chapter - 04: Games and gamification: exploring definitions and why games are so engaging;
    • Chapter - 05: The differences and similarities between games and gamification;
    • Chapter - 06: An ontology of game-based research methods: defining research-games, gamified research and surveytainment;
    • Chapter - 07: The scientific foundation for using game-based research methods: the six vital states and their benefit to market research;
    • Chapter - 08: Game culture: a showcase of intrinsic engagement to help market researchers;
    • Chapter - 09: How games and gamification are used for engagement and data collection outside of research and entertainment;
    • Chapter - 10: The Triple E Effect: games as engaging, emotive and experiential simulations for research and insight;
    • Chapter - 11: Case studies and results from game-based research;
    • Chapter - 12: Five things to consider before using games and gamification for market research;
  • Section - TWO: World of design – overview;
    • Chapter - 13: Fifteen ethics guidelines for designing and making game-based surveys;
    • Chapter - 14: A vocabulary of play for game-based research: game terminologies and inspiration;
    • Chapter - 15: Game-based research design: ten tips for building the right foundations;
    • Chapter - 16: Introducing Smart Intuition and Meaningful Creativity (SIMC);
    • Chapter - 17: Overcome these four concerns about game-based survey design;
    • Chapter - 18: Design your game-based research: play ‘20 for 20’;
  • Section - THREE: World of making – overview;
    • Chapter - 19: Stakeholder onboarding and preparing to build your game-based survey design;
    • Chapter - 20: Custom-made versus ready-made game-based surveys: differences, benefits and drawbacks;
    • Chapter - 21: Build mode: create, playtest, maintain and launch your game-based survey;
    • Chapter - 22: Analysing the quality of game-based research designs;
  • Section - FOUR: A new market research world – overview;
    • Chapter - 23: Building a career in game-based research;
    • Chapter - 24: The future of game-based research;
    • Chapter - 00: Final words;



Reviews

Incredibly well-written and insightful. Whether you're a lifelong or aspiring researcher, think of Games and Gamification in Market Research as the only guide you need to create engaging game-based surveys that deliver more reliable data. From debunking misconceptions about game-based research methods to providing easy-to-understand guidelines for designing and making game-based surveys, Adamou envisions a new and improved research landscape, driven by gamification. Side benefit... respondents will actually enjoy participating in your research!
Kristin Luck, Growth Strategist/Adviser, Luck Collective

Getting people to answer questions has become a case of diminishing returns in terms of engagement. Surveys have become boring! Betty Adamou took the huge responsibility of finding a way out. Tapping on human psychology and behaviour, she has worked hard on the concept of game-based research methods. It's a huge game changer! One needs to read the book to believe. I can't thank Betty enough for making research more exciting and useful.
Nasir Khan PhD CMRS, Principal Researcher and CEO, Somra-MBL Limited

This book arms the reader with a 360-degree insight into effective, engaging market research techniques. I already have favourite chapters I'll refer to time and again.
Ade Onilude, Founder and CEO, Women in Marketing CIC

Betty Adamou manages to blend passion and practicality - drawing on her love of gaming and her hard-won experience earned through pioneering the use of games in the context of market research. This book has something for anybody interested in the application of games and gamification, from the seasoned professional to the newcomer.
Ray Poynter, Co-founder, NewMR

Betty Adamou is the absolute expert when it comes to games and gamification in market research. Her book is steeped in practical advice and is written in such an engaging way that you won't be able to help yourself in sharing her knowledge with others. Don't expect a dry manual. This is a great read with lots of activities to get you involved.
Fiona Blades, President and Chief Experience Officer, MESH Experience

An interesting, informative read without the bulk. Betty Adamou is a master of her craft and this book is a gift to all who venture into the realm of games and gamification for market research. Betty takes a step back to help you focus on the psychology behind why these methods will help you succeed. A must-read for all people interested in the field.
Laura Fagan, CEO and Founder, The Pain Journal

Games and Gamification in Market Research is the book you hope to discover. Betty Adamou invites us to collectively progress our approaches, blending in better understanding of what makes humans tick, to elicit more accurate data and insight. If you want to learn how to elevate what you do in your day-to-day from one of our industry's brightest and most innovative, this book is for you.
Danielle Todd, Account Director, Relish Research

This book is destined to become the standard text on the subject of gamifcation and games to collect consumer data. It is a defining event in the development of gamification of data collection and will be a reference for years to come.
Andrew Jeavons, Co-founder and Director of Analytics, Signoi

Betty Adamou is quite simply the authority on insights and gamification. Her book is a compelling and actionable guide that will help you to uncover deep consumer insight in more creative ways.
KaRene Smith, Founder, Shine Insight


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Book Details

  • EAN: 9780749483357
  • Edition: 1
  • Published: 3rd November 2018
  • Paperback
  • Format: 234x156
  • 360 pages

About the Author

Betty Adamou is the Founder and Chief ResearchGame Designer at Research Through Gaming. In addition to developing ResearchGames on behalf of Fortune 500 companies and academic institutions alike, Adamou also guest lectures, writes about and gives keynote presentations and talks on Game-Based Research Methods. Adamou has won multiple awards for her work in entrepreneurship and innovation in market research.


Betty Adamou